KR101169840B1 - System and method for providing of personalized mobile advertising - Google Patents

Abstract

The present invention proposes a method in which a user can set the number of advertisements to be received by an advertisement server when an advertisement service request is made. Specifically, when the user sets the number of advertisements to be received through the advertisement application, the advertisement application provides the advertisement engine with an advertisement request including the set number of advertisements. Accordingly, it is determined whether as many advertisements as the requested number of advertisements are stored in the cache, and if the number of advertisements is not satisfied, the advertisement server is requested and provided. In this way, the advertisement application may be provided with the number of advertisements requested from the advertisement engine, thereby providing a more differentiated portable advertisement service to the user.

Ad count, MobAd

Description

System and method for providing customized mobile advertising service {SYSTEM AND METHOD FOR PROVIDING OF PERSONALIZED MOBILE ADVERTISING}

The present invention relates to a mobile advertising system that provides differentiated customized mobile advertising services (hereinafter referred to as 'MobAd') to a user, and in particular, allows a user to set the number of advertisements to be received from a MobAd ad server. A system and method for providing a user-tailored mobile advertisement service.

The Open Mobile Alliance (OMA) is an organization that researches standards for interoperability of individual mobile solutions. The OMA mainly plays a role in setting various application standards for mobile games, Internet services, and the like. In particular, OMA's Open Mobile Alliance Requirement Working Group (OQ REQ) and Open Mobile Alliance Content Delivery Working Group (OMA CD) are studying mobile advertising (MobAd) technology.

The mobile advertisement service is a technology for transmitting a customized advertisement based on technology of music, graphics, voice, text, etc. to a mobile terminal user through a wireless terminal (mobile phone, PDA, etc.). There are still many solutions that support mobile advertising services, but there are problems of incompatibility and dissemination due to the use of unique software for each company and operator. Therefore, in order to solve this problem, OMA (Open Mobile Alliance), a mobile terminal standard organization, is establishing related technologies as a standard called MobAd (Mobile Advertisement).

The characteristics of the mobile advertising service can be largely classified into three as follows. First, it is possible to build a database of information about users and to implement personalized advertisements for individual characteristics. The user may transmit an advertisement selected to carry the mobile terminal at all times to the user terminal according to a predetermined cycle or a user's request, and the advertisement through the mobile terminal may be exposed to the user at all times. Second, the feature of the mobile advertising service is that it is possible to interactive interaction. The mobile advertisement service can provide information about an advertisement desired by the user in advance, and can also provide a phone number or a URL, so that the user can actively access and obtain more detailed information about the product. Third, the characteristic of the mobile advertising service is that the user's responsiveness (Metrics) can be measured. Since the mobile terminal is a bidirectional medium, it is possible to elicit reactions of users exposed to advertisements. This responsiveness can analyze user preferences and can be used appropriately for marketing.

The portable advertisement system can provide a customized advertisement service based on user personalized information or context information, but the user sets the number of advertisements that the user wants to receive dynamically and the customized advertisement service based on the setting It is not considered.

As described above, since the conventional portable advertisement system does not provide the user with an opportunity to select the number of advertisements to be provided, the user cannot know how many advertisements are provided from the advertisement server. In general, when the advertisement server provides an advertisement by determining the number of advertisements according to a service provider policy, when the advertisement server needs to receive more advertisements than necessary, bandwidth consumption occurs due to the advertisement transmission. Therefore, if the mobile advertisement system provides a method for allowing the user to set the number of advertisements as necessary and the mobile advertisement reflecting the set information, the mobile advertisement service may be more differentiated.

Accordingly, the present invention provides a system and method for providing a user-customized mobile advertisement service that allows a user to receive as many advertisements as they need.

According to an aspect of the present invention, in the method of providing a user-tailored mobile advertisement service in an advertisement terminal of a portable advertisement system, if an advertisement request message is received, the number of requested advertisements is set in the received advertisement request message. Determining whether the number of the requested advertisements is equal to the number of the requested advertisements if the requested number of advertisements is included, and as a result of the determination, Determining the number of advertisements to request from an advertisement server, transmitting an advertisement request message including the determined number of advertisements to the advertisement server, and receiving an advertisement response message from the advertisement server. It is done.

The present invention also provides an advertisement terminal for providing a user-specific portable advertisement service in a portable advertisement system, the advertisement application for transmitting an advertisement request message to an advertisement engine, and when the advertisement request message is received from the advertisement application, It is determined whether advertisements corresponding to an advertisement request message exist in a cache of the advertisement terminal, and when the determination result indicates that there are no advertisements corresponding to the advertisement request message, request to add an advertisement corresponding to the advertisement request message to an advertisement server. Characterized in that it comprises an advertising engine.

According to the present invention, there is an advantage that the user can receive only as many advertisements as necessary by setting the number of advertisements to be directly received. In addition, the present invention can receive a desired advertisement as necessary from the user's point of view, and the transmission load due to the transmission of the advertisement can be reduced from the ad server.

Hereinafter, preferred embodiments of the present invention will be described in detail with reference to the accompanying drawings. It is to be noted that the same elements among the drawings are denoted by the same reference numerals whenever possible. In the following description, well-known functions or constructions are not described in detail since they would obscure the invention in unnecessary detail.

In the following description will be presented a representative embodiment in the present invention for achieving the above technical problem. Also, for convenience of description of the present invention, names of entities defined in 3GPP (3rd Generation Partnership Project), a third generation mobile communication standard, or MobileAd (MobAd) of OMA (Open Mobile Alliance), a standard organization for applications of mobile terminals. Although these standards and names do not limit the scope of the invention, it is of course applicable to systems having a similar technical background.

The present invention proposes a method in which a user can set the number of advertisements to be received by an advertisement server when an advertisement service request is made. Specifically, when the user sets the number of advertisements to be received through the advertisement application, the advertisement application provides the advertisement engine with an advertisement request including the set number of advertisements. Accordingly, it is determined whether as many advertisements as the requested number of advertisements are stored in the cache, and if the number of advertisements is not satisfied, the advertisement server is requested and provided. In this way, the advertisement application may be provided with the number of advertisements requested from the advertisement engine, thereby providing a more differentiated portable advertisement service to the user.

The structure of the OMA MobAd and the structure of the interface to which the present invention is implemented will be described with reference to FIG. 1.

The portable advertising system is composed of an ad engine 130, which is a mandatory components, an ad server 120, and an interface provided by the mandatory components. Other components and interfaces are only shown to show the interworking relationship with the portable advertisement system, and thus detailed description thereof will be omitted.

The advertisement engine 130 is located in the terminal 100 as one of the components of the portable advertisement system. The advertisement engine 130 interworks with the advertisement application 150 and is used to access the advertisement server 120. The advertisement engine 130 corresponds to an advertisement client and supports useful functions for accessing the portable advertisement service from the advertisement application 150. In addition, the advertisement engine 130 may manage an advertisement acquisition and delivery function, an advertisement selection function, an advertisement metric handling function, and user / service / terminal data management. Functions such as User / Service / Device data handling function are supported.

Here, the advertisement acquisition and transmission function supports a function of receiving and storing an advertisement from the advertisement server 120, updating a received advertisement, receiving an advertisement request from the advertisement application 150, and providing an advertisement corresponding thereto. The advertisement selection function selects an appropriate advertisement by using advertisement selection criteria, input data in the advertisement request message provided from the advertisement application 150, contextualization and personalization information (C & PI), and the like. Support. The advertisement interworking result management function receives the interlocking result from the advertisement application 150, the information known by the advertisement engine 130, for example, a time when the interlocking result is measured, etc. And notation, support the function to provide the interworking results to the ad server 120. The user / service / terminal data management function supports the management of dynamic / static information of the user / terminal and the function of providing portable advertisement service related data such as rules, policies, and the like.

The ad server 120 is located on the network as a component of the portable advertising system. The advertisement server 120 is used to provide advertisements to the advertisement engine 130 and the service provider application 140. The advertisement server 120 supports functions such as an advertisement selection function, an advertisement delivery function, an advertisement interworking result management function, and a user / service / terminal data management function.

The advertisement selection function in the advertisement server 120 supports a function of selecting an appropriate advertisement using context and personalization information, advertisement metadata, an Ad Rule, and the like. The ad delivery function provides the ad engine 130 and the service provider application 140 with ad metadata and ad or ad campaigns, ad metadata and references to ad or ad campaigns, and It supports functions such as an indicator that there is no advertisement. The advertisement linkage result management function may collect impression and user response information of the advertisement received from the advertisement engine 130 and the service provider application 140, and information related to the linkage result, for example, an advertisement exposure time. It provides the collection and management of information and the integration of the various interlocking results collected. The user / service data management function supports user context and personalization information management, mobile advertisement service related data management, group management for advertisement provision, advertisement channel management, and advertisement and advertisement metadata management.

The advertisement application 150 requests and receives an advertisement from the advertisement engine 130 provided in the same terminal 100 as an external entity executed in the terminal 100, and shows the received advertisement to the user. It is used to provide the advertisement engine 130 with the interworking result of the advertisement. Examples of such advertisement application 150 include a messaging client, a web browser, a gaming client, and the like.

The service provider application 140 is an external entity. The service provider application 140 requests and receives an advertisement from the advertisement server 120, displays the received advertisement to the user along with the content, and displays the interworking result of the advertisement. It is used to provide to the ad server 120. Examples of the service provider application 140 include web portals, multimedia service relay / server, short message center (SMSC), game server (gaming server), and the like.

Contextualization and Personalization Resources (C & PR) 110 is a repository of information related to the user and is not the scope of a mobile advertisement. Examples of C & PR are the user's personal characteristics, preferences, and current situation. C & PR is used to determine user requirements when choosing advertising.

In particular, the terminal 100 according to an embodiment of the present invention further includes a memory for continuously storing advertisements suitable for user context and personalization information through prefetch from the advertisement server 120 continuously in the background, and FIG. 1. Shows a cache 16 as an example of such a memory. The cache 160 may be updated from time to time by receiving an advertisement from the ad server 120 that satisfies the user's context information such as location, keywords, and the like, and the user's personalized information such as preference. At this time, the update of the advertisement can be made at any time in a predetermined number.

Looking at the interface used between the logical entities as in FIG. 1 described above is as follows.

MobAd-1 is an interface between the advertisement engine 130 and the advertisement application 150, and the advertisement engine 130 provides the interface to the advertisement application 150. This interface is used to request advertisements and advertisement related identifiers from advertisement application 150 and advertisement engine 130 or provide advertisement interworking results.

MobAd-2 is an interface between the advertisement server 120 and the service provider application 140, and the advertisement server 120 provides this interface to the service provider application 140. This interface is used when the service provider application 140 requests an advertisement or provides an advertisement interworking result, or when the advertisement server 120 provides an advertisement response and an associated advertisement identifier to the service provider application 140.

MobAd-3 is an interface between the advertisement server 120 and the advertisement engine 130, and the advertisement server 120 provides the interface to the advertisement engine 130. This interface is used when the advertisement engine 130 requests an advertisement and an advertisement related identifier or provides an advertisement interworking result to the advertisement server 120.

Delv-1 is an optional interface provided by the advertisement engine 130. The advertisement engine 130 receives advertisements and advertisement metadata through this interface by using a push and a broadcast transmission device located at the bottom. The advertisement server 120 uses this interface when sending advertisements, advertisement notifications, and service notifications to the advertisement engine 130.

As described above, the user requests the advertisement through the advertisement application 150 or receives the advertisement server 120 by referring to and using the user's contextual or personalization information available to the advertisement engine 130. When requesting the desired advertisement, the advertisement server 120 selects an advertisement corresponding to the request condition and provides it to the advertisement engine 130.

2 illustrates a message flow diagram between components of a system for providing a portable advertisement service to a user using OMA MobAd according to a first embodiment of the present invention.

2, the user transmits an advertisement request message to the advertisement engine 130 in step 200 through the advertisement application 150. An example of such an advertisement request message is shown in Table 1 below, and the form thereof is not limited thereto.

Parameter name XML Type Data type Parameter
cardinality Description AdAppId A String One SP-unique identifier of the AdApp (ie. Identifies the application, as opposed to the application instance), egsoccx21330001 ".
Note: the assignment and generation of AdAppID are out of scope AdCurrency
A String Can be several.
FFS: this parameter is mandatory or optional. Provides information regarding the requested Ad media type such as MIME type, format, size for the Ads, eg “MMA_v1.2_currency_017" or "Image / JPEG_240x120".
Note: Mobile Advertising Guidelines defined by MMA dated as Oct, 2008 may be used to determine the IOP test cases.

Ad Currency could be used for additional purposes at the discretion of the Service Provider and subject to SP Policy, eg, “CMCC_V1.0_currency_011”, ContextualData E Structure 0..N Contains data describing the ad opportunity context, e.g. “Car game”. The strings are separated by commas. AdProvider A String 0..1 Specifies the Ad Provider identifier or brand. Numads A Integer 1 per message 1 or more
If this parameter is not presented, a number of Ads can be decided by the default value set by the user or SP policy (eg default value = 1)

The advertisement request message having the parameters as shown in Table 1 above is an advertisement application ID (AdAppId) that is unique in the service provider and is used as an identifier of the advertisement application, an advertisement type (AdCurrency) describing the characteristics of the requested advertisement, and the location of the user. Context information such as dynamic information, an advertisement provider (AdProvider) for producing an advertisement or describing a brand, and the number of advertisements (NumAds) that an advertisement application or a user wants to receive.

Above all, if the user or the advertisement application does not specify the value in the parameter that sets the number of advertisements that the user wants to receive, the default value preset by the user or the service provider according to the service provider policy. ) May be applied to the number parameter of the advertisement. For example, the default value may be set in advance, such as setting the number of advertisements to be received when one is not set.

When the advertisement engine 130 receives the advertisement request message from the advertisement application 150, the advertisement engine 130 checks the advertisement request condition included in the advertisement request message. Herein, the advertisement request condition includes at least one of user context, personalization information, and user request items. Some of the advertisement request conditions may be owned by the advertisement engine 130 in advance. In step 205, the advertisement engine 130 searches for an advertisement that satisfies the advertisement request condition, and determines in step 210 whether the searched advertisement exists as many as the requested number of advertisements set in the advertisement request message. If an advertisement satisfying the advertisement request condition is already stored in the cache of the terminal as many as the requested advertisement, the searched advertisement is transmitted to the advertisement application 150 in step 215. In this case, the terminal and the advertisement server 120 may continuously update advertisements corresponding to user context, personalization information, and user request through prefetch in the cache 160 continuously in the background. In this case, an advertisement response message may be used to deliver the retrieved advertisement, and the structure of the advertisement response message will be described later.

On the other hand, if there are no advertisements searched for in step 210, the advertisement engine 130 determines the number of advertisements to be requested in step 220. For example, in response to the advertisement request condition in the cache 160, if there are no pre-stored advertisements or the number of advertisements to be provided is determined, how many more advertisements should be requested. Accordingly, when the number of advertisements to be requested is determined, the advertisement engine 130 transmits an advertisement request message including the determined number of advertisements to the advertisement server 120 in step 225.

The advertisement server 120 receiving the advertisement request message from the advertisement engine 130 obtains the user's context and personalization information (C & PI) from the context and personalization resource unit (C & PR) 110 as necessary in step 230. This step 230 may be omitted. In step 230, the advertisement server 120 having obtained the user's context and personalization information (C & PI) for selecting an advertisement may determine the number of advertisements among the advertisements suitable for the user's request and the user's context and personalization information (C & PI), in step 235. The advertisement response message including the number of advertisements is transmitted to the advertisement engine 130. The advertisement engine 130 then provides the advertisement response message received from the advertisement server 120 to the advertisement application 150 in step 240. The advertisement response message is shown in Table 2 below, and the form thereof is not limited thereto.

Parameter name XML Type Data type Parameter cardinality Description AdId A String 1 per returned Ad SP-unique identifier of the concerned instance of the ad, eg “acme_co_2133x0001”. It may contain the campaign Id, where the formatting would be subject to a
specific SP policy. AdContentData E Structure 1 per returned Ad Contains the actual Ad content payload which includes associated formatting parameters (e.g. MIME type, encoding) Numads A Integer 1 per message 0 (no Ad) or TBD PreserveAdFormat A Boolean 0..1 per return Ad When TRUE Ad format MUST be preserved.
Default MUST be interpreted as TRUE

Note: AdEngine SHOULD pass this through to the AdApp as an indication whether format change is allowed (eg mobile gaming).

The advertisement response message having the parameters as shown in Table 2 includes an advertisement application ID (AdAppId) used as an identifier of the advertisement application, advertisement content data (AsContentData) including the requested advertisement, number of advertisements received (NumAds), and Contains a PreserveAdFormat.

3 illustrates a message flow diagram between components of a system for providing a portable advertisement service to a user using OMA MobAd according to a second embodiment of the present invention. At this time, in the second embodiment of the present invention, if the advertisement searched by the advertisement engine 130 does not exist as many as the requested number of advertisements, the advertisement application 150 is notified once, and then the user is asked whether to receive more advertisements. As a result, the user may be provided with more choice.

Steps 300 to 315 of FIG. 3 are the same as operations of steps 200 to 215 of FIG. 2, and thus a detailed description thereof will be omitted. However, when the searched advertisement does not exist as many as the requested number of advertisements in step 310, for example, if there are no pre-stored advertisements or the number of advertisements to be provided in response to the advertisement request condition in the cache 160, this is done in step 320. A status notification message for notifying is generated and the status notification message is transmitted to the advertisement application 150 in step 325. An advertisement response message as shown in Table 2 may be used as the status notification message, but a separate message may be used. If an advertisement response message is used, the message includes fewer advertisements than the requested advertisements and the number of delivered advertisements. If there are no advertisements, zero is set in the advertisement number parameter of the message.

The advertisement application 150 receiving the status notification message notifies the user of the status and determines whether an advertisement re-request is input from the user in step 330. If the user no longer wants to receive the advertisement, the user does not have to re-advertise the advertisement, thereby widening the user's choice. On the other hand, if the user recognizes that the user wants to receive the advertisement again, the advertisement application 150 may request the advertisement again. Accordingly, the advertisement application 150 transmits an advertisement request message including the number of re-requested advertisements to the advertisement engine 130 that is not provided by the user. At this time, the user can of course reset the number of advertisements to be re-requested. In operation 335, the operation of the advertisement engine 130 according to the reception of the advertisement request message including the number of re-requested advertisements, that is, operation 340 or less is the same as operation 225 to operation 240 of FIG. 2. Detailed description will be omitted.

Meanwhile, the operation of the advertisement engine in FIG. 2 will be described in detail. For this purpose, reference is made to FIG. 4, which is an operation flowchart in the advertisement engine according to an embodiment of the present invention.

Referring to FIG. 4, in step 400, the advertisement engine receives an advertisement request message of a user or an advertisement application through an advertisement application provided in the terminal. Upon receiving the advertisement request message, the advertisement engine determines whether the number of advertisements to be received is set in the advertisement request message received in step 405. If the number of advertisements to be received in the advertisement request message received in step 405 is not set, the advertisement engine applies a service provider policy which the user has or a basic preset value preset by the user in step 410.

On the contrary, when the number of advertisements to be received is set in the advertisement request message received in step 405, the advertisement engine determines whether the number of advertisements satisfying the advertisement request condition is among the advertisements stored in the cache of the terminal in step 415. Check. As a result of the check, if there is an advertisement satisfying the advertisement request condition in the cache, the advertisement engine selects the set number of advertisements and provides the selected advertisement to the user through the advertisement application in step 440.

On the other hand, if the cache does not have the number of advertisements satisfying the ad request conditions in step 415, the ad engine compares the number of ads requested by the user to the number of ads currently stored in the cache in step 420 Determine the number of ads to request. Then, in step 425, an advertisement request message for requesting an advertisement of the determined number of advertisements is transmitted to the advertisement server in order to receive an advertisement satisfying the advertisement request condition from the advertisement server. In step 430, when the advertisement response message is received, the advertisement engine determines whether the requested advertisement is included in the advertisement response message in step 435. If the number of advertisements satisfying the advertisement request condition is included in the requested number, the advertisement is provided to the user through the advertisement application in step 440. Meanwhile, the advertisement server may not have the requested number of advertisements that satisfy the advertisement request condition. In this case, the advertisement server may inform the current state through the advertisement response message. Accordingly, when the advertisement engine does not include the requested advertisement in the received advertisement response message, this indicates that there is no corresponding advertisement. In step 445, the advertisement engine displays a status notification message indicating that the requested advertisement does not exist.

Meanwhile, the operation of the advertisement server in FIG. 2 will be described in detail. To this end, reference is made to FIG. 5, which is an operation flowchart in an advertisement server according to an embodiment of the present invention.

Referring to FIG. 5, when the advertisement server receives an advertisement request message from the advertisement terminal in step 500, it determines whether the number of advertisements to be received is set in the advertisement request message received in step 505. As a result of the determination, when the number of advertisements to be received is not set in the received request message, the advertisement server applies a service provider policy which the user has or a basic preset value preset by the user in step 510. On the contrary, when the number of advertisements to be received is set in the received advertisement request message, the advertisement server checks whether the advertisements satisfying the advertisement request conditions identified through the advertisement request message are as many as the set number of advertisements in step 515. As a result of the check, if there is no satisfactory advertisement, in step 530, the advertisement server generates a message including a status notification and transmits the message to the advertisement engine to inform that there is no advertisement satisfying the advertisement request condition. As such a message an advertisement response message can be used. In contrast, when there are as many advertisements as the advertisements satisfying the advertisement request condition, the advertisement server selects the advertisements satisfying the advertisement request conditions as the set number of advertisements and transmits the selected advertisements to the advertisement terminal in operation 525.

As described above, according to the present invention, since the user can dynamically set the number of advertisements to be directly received, it is possible to provide a customized advertisement service based on the setting items. In this way, since the user is provided with an opportunity to select the number of advertisements to be provided, it is possible to know how many advertisements are provided in advance, so that the user can efficiently manage the advertisements.

1 is a block diagram of a portable advertising system according to an embodiment of the present invention,

2 is a message flow diagram between components of a portable advertisement system for providing a user-customized advertisement service according to a first embodiment of the present invention;

3 is a message flow diagram between components of a portable advertisement system for providing a user-customized advertisement service according to a second embodiment of the present invention;

4 is a flowchart illustrating operations in the advertisement engine of FIG. 2;

5 is a flowchart illustrating operations of the advertisement server of FIG. 2.

Claims (18)

In an advertising terminal for providing a user-specific mobile advertising service in a portable advertising system, A memory for storing at least one advertisement, An advertising application for transmitting an advertisement request message to an advertising engine, When the advertisement request message is received from the advertisement application, it is determined whether advertisements corresponding to the received advertisement request message exist in the memory. When the determination result, there are no advertisements corresponding to the advertisement request message, the advertisement in the advertisement server. Advertisement terminal for providing a user-tailored mobile advertising service, characterized in that it comprises an advertising engine for requesting an additional advertisement corresponding to the request message. The method of claim 1, The number of advertisements requested by the advertisement application to the advertisement engine and the number of advertisements requested by the advertisement engine to the advertisement server may be different. The method of claim 1, wherein the advertisement request message, User-defined portable, characterized in that it comprises at least one of the advertising application ID used as an identifier of the advertising application, the type of advertising describing the characteristics of the requested advertisement, the user context information, the number of advertisements requested by the advertisement provider and the user An advertising terminal providing an advertising service. The method of claim 3, wherein the advertising engine, And a number of advertisements requested by the user and a number of advertisements stored in the memory. The method of claim 4, wherein the advertising engine, If the advertisement of the number of advertisements requested by the user does not exist in the memory as a result of the comparison, after determining the number of additional advertisements to be requested, requesting the additional advertisement of the determined number of advertisements is customized. Ad terminal to provide. The method of claim 1, wherein the advertising engine, If the received advertisement request message does not include the number of advertisements requested by the user, the mobile advertisement service according to the service provider policy determines whether a preset number of advertisements exists in the memory. Providing advertising terminal. The method of claim 1, wherein the memory, Advertisement terminal for providing a user-tailored mobile advertising service, characterized in that the pre-fetch from the advertising server to receive the advertisement in accordance with the user context and personalization information in advance. The method of claim 1, wherein the advertising engine, And an advertisement response message from the advertisement server in response to the addition request. The method of claim 8, wherein the advertisement response message, Advertisement terminal for providing a user-specific mobile advertising service, characterized in that it comprises information indicating that there is no additional requested advertisement or the additional requested advertisement. The method of claim 9, wherein the advertising engine, And when the received advertisement response message includes information indicating that there is no additional requested advertisement, transmitting a message indicating that the requested advertisement does not exist to the advertisement application. Advertising terminal. The method of claim 10, wherein the advertisement application, And receiving the advertisement re-request message including the number of re-requested advertisements from the user, and transmitting the received advertisement re-request message to the advertisement engine. In the method for providing a user-specific portable advertising service in the advertising terminal of the portable advertising system, When the advertisement request message is received, determining whether the requested number of advertisements is set in the received advertisement request message; Determining whether an advertisement satisfying an advertisement request condition is equal to the requested number of advertisements if the requested number of advertisements is included as a result of the determination; Determining the number of advertisements to request from an ad server when there are no advertisements of the requested number of advertisements as a result of the determination; Transmitting an advertisement request message including the determined number of advertisements to the advertisement server; And receiving an advertisement response message from the advertisement server. The method of claim 12, wherein the number of advertisements to be requested is And determining by comparing the requested number of advertisements with the number of advertisements stored in the memory. The method of claim 12, wherein the received advertisement request message, A user-specific mobile advertisement service comprising at least one of an advertisement application ID used as an identifier of the advertisement application, an advertisement type for describing characteristics of the requested advertisement, user context information, an advertisement provider, and the number of requested advertisements. How to give. The method of claim 14, wherein the determining of the number of the requested advertisements comprises: If the determination result does not include the requested number of advertisements, a method of providing a customized mobile advertisement service, characterized in that it is a process of determining whether an advertisement satisfying an advertisement request condition is equal to a preset default value according to a service provider policy. . The method of claim 12, wherein the advertisement response message, And status notification information indicating that there are no advertisements of the determined number of advertisements or advertisements that satisfy the advertisement request condition. The method of claim 12, And when the determination result is that there are no advertisements of the requested number of advertisements, transmitting a status notification message indicating that there is no advertisement of the requested number of advertisements through an advertisement application. How to give it. 18. The method of claim 17, Receiving an advertisement request message including the number of re-requested advertisements in response to the status notification message transmission; When the advertisement request message including the re-requested advertisement number is received, the mobile terminal provides a personalized mobile advertisement service further comprising the step of transmitting an advertisement request message requesting the advertisement of the re-requested advertisement number to the ad server. Way.

Images